Dive Summary:
- In a new industry analysis by Symphony Consulting, the top two health claims found on packaging were "Better for you" and "Dietary Restriction," 36% and 33% respectively.
- The analysis was based on a meticulous survey of foods that claimed health benefits, particularly these five phrases: "Better for you," "Dietary restrictions," "Condition-specific," "Natural," and "Energy."
- An aging population and increased health legislation are both considered factors in the overall surge in health foods on supermarket shelves.
From the article:
In addition to the Better for You and Dietary Restriction categories accounting for a total of 69 percent of claims sales, the TrendSpotting report notes that the Energy category has grown the most rapidly during the past year, at an 8 percent annual rate. The Energy claim category is traditionally centered around energy drinks, but today, shoppers are also seeking out sustained energy benefits through better diets to an increasing degree.
The report also delved into demographic differences in the demand for products with health claims. Older consumer groups are increasingly attracted to healthy claims within the food and beverage industry. During 2012 year to date, older Baby Boomers (born 1946-1955) contributed to 24 percent of total claim sales growth, although they account for just 20 percent of dollar sales. Generation X and Generation Y shoppers also represent a high-value opportunity for manufacturers; these groups provided 23 percent and 27 percent to claims sales growth, while accounting for 20 percent and 25 percent of dollar sales, respectively.
